Net-a-Porter uses its consumer data to direct content in its new magazine, Porter. Rather than covering catwalk trends, everything on its pages – from beauty products to clothing – reflects customer behaviour on their website.

Readers of the magazine app can scan pages to buy directly from net-a-porter.com, access concierge services, and receive video content.

The magazine has a circulation of 400,000 worldwide, and published its first issues in early 2014. Publisher Condé Nast has also announced a new e-commerce division to be headed by Franck Zayan, director of e-commerce for Galeries Lafayette Group.

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